Home⇛PAARL Research Journal⇛vol. 8 no. 1 (2022)

We’re Engaged!: Analyzing Social Media Content and Engagement – The Benilde LRC Experience

Roselle S. Maestro

 

Abstract:

This study aimed to investigate the adoption of social media by the Br. Fidelis Leddy Learning Resource Center as a means to intensify library marketing efforts during the COVID-19 pandemic. It sought to document the LRC Goes Social Project, examine the post types and posting patterns on LRC’s Facebook page, and identify audience demographics, online behavior, and content types that make them engaged. This study employed a multiple methods approach. Qualitative data was collected using the personal narrative approach. Content analysis was employed in analyzing Facebook content and posting patterns. Quantitative data was gathered using social media analytics. The adoption of social media paved the way for LRC to engage library patrons virtually. Based on the content analysis, majority of the posts were event-related and in photo format, while the social media analytics suggests the higher engagement rate of content related to the promotion of services and in video format. The audience demographic data revealed that most fans were women, aged 25-34 years old, located in Manila, and online between 6 PM and 6 AM. This study is an essential groundwork for a library that has just begun adopting social media. It is the first to document and assess LRC’s social media management practices. The documentation of the project from the planning and implementation phases may serve as a guide for other libraries considering to create their own social media pages. Valuable and actionable insights can be gleaned from the results of the study and will help improve content creation, marketing, and social media management practices in the library setting.



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